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The Corruption Converter

basics
Industry: Internet sites & Services
Media:Cyber
Market:Brazil
Style: Minimalism
descriptioncnen
Execution

The tool would read the news pieces on the online newspaper, storing those articles that had corruptions numbers in its database. On all articles tagged, the monetary figures were highlighted; when the user moused over them, a tooltip would appear onscreen with our converter. The user would then choose a public good or service for the conversion: H1N1 vaccines, ambulances, school lunches, subway miles, etc. By clicking on “convert” the user would then be redirected to a page showing the result of how many of that good or service could be purchased with the amount shown, in addition to data visualization and news related to each of the social issues covered.
Outcome

Reach (website traffic)40% increase in number of visitors68% increase in number of visits Engagement (content interaction)352,993 unique visitors/month1,445,486 interactions/month Content sharing:14,455 shares on Facebook43,356 shares on Twitter7,227 shares on LinkedInTotal shares: 65,047/months
Strategy

The idea seeks to make the website more dynamic and extend the analyses of the news pieces by cross-referencing data from old and recent articles. This way, the news published daily also created traffic for the archive articles, keeping the reader longer on the website and increasing page views.
Synopsis

Estadão, one of Brazil’s most important newspapers, founded 141 years ago, needed to transfer to its digital version the credibility commanded by its print version. At the same time, it needed to incorporate more technology and make the analyses published online more interactive, thereby bringing more readers to its online portal and driving up the number of advertisers.
CampaignDescription

Brazil is going through generalized crises. The political and economic crises are aggravated by collapses in public services, just as the greatest corruption scandals in the history of the country are coming to light. There are so many accusations, involving such enormous sums of money, that readers fail to grasp the magnitude of what they represent. Therefore, we created “From Real to Reality – The Corruption Converter”. The tool allows users to convert the figures reported in news articles involving corruption into public goods and services that people always need but don’t always receive. This established a connection between the news about money that went missing to the news about where it is sorely needed.
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Other credit:Entrant Company: FCB BRASIL, São Paulo, Brazil
Media Agency: FCB BRASIL, São Paulo, BRAZIL
PR Agency: FCB BRASIL, São Paulo, BRAZIL
Director of Projects and Technology, Marcio Bueno, FCB Brasil
Executive Account Director, Cris Pereira Heal, FCB Brasil
Media Executive Vice President, Fábio Freitas, FCB Brasil
Commercial Executive Director, Flávio Pestana, Estadão
Marketing Director, Marcelo Moraes, Estadão
Marketing Manager, Marcela Dalla, Estadão
Production Manager, João Albertini, FCB Brasil
Production Assistent, Camila Galdêncio, FCB Brasil
Production Assistent, Daniela Fonseca, FCB Brasil
Media Supervisor, Nathalia Oliveira, FCB Brasil
Director of brand content and RTVC, Charles Nobili, FCB Brasil
TV Producer, Pedro Lazzuri, FCB Brasil
Project Director, Gerson Lupatini, FCB Brasil
Project Manager, Suelen Mariano, FCB Brasil
Media Director, Cristina Omura, FCB Brasil
Creative Technologist, Victor Hugo Odo, FCB Brasil
Production Assistent, Mariana Carneiro, FCB Brasil
Production Assistent, Natasha Zaminiani, FCB Brasil
Executive Account Director, Mauro Silveira, FCB Brasil
TV Producer, Ricardo Magozo, FCB Brasil
awards
The One Show 2018
Gold Pencil Design
Data Visualization / Dynamic
The One Show 2018
Merit Design
Digital Design
The One Show 2018
Merit Interactive
Websites
The One Show 2018
Merit Interactive
Craft / Dynamic Data Visualization
The One Show 2018
Merit UI / UX
Craft / Dynamic Data Visualization
Cannes Lions International Festival of Creativity 2017
Silver Design
Data Visualisation
Cannes Lions International Festival of Creativity 2017
Shortlist Creative Data
Data Storytelling
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Web Service / Apps
Cannes Lions International Festival of Creativity 2017
Shortlist Digital Craft
Editorial
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